Warner Bros. introduces high-end Tweety

New York— Tweety is moving to a more upscale nest.

Warner Bros. Consumer Products, whose booth was a constant whirlwind of activity at last month's Licensing Show, is putting a new focus on the popular property as it tries to appeal to today's fashion-conscious girls, teens and young adults.

Warner Bros. Consumer Products is repositioning the bird — already a top character with girls — with new color and design palettes, including a pink palette and a high-design graphic look in black and white. Tweety is also getting new styling, with slightly longer eyelashes and the occasional flower on his head.

Warner Bros. has already debuted the new look on apparel and footwear that launched in the high-end boutiques Kitson and Scoop in May. The T-shirts feature beaded artwork of Tweety and phrases such as "Natural Blonde." The company also generated buzz by getting celebrities such as Nicole Ritchie to attend the store launches in the new Tweety gear.

Dave Rupert, a senior vice president with Warner Bros. Consumer Products, said that the goal is to separate Tweety a little more from the Looney Tunes property. "We want to bring to the public's attention that Tweety is very stylish and hip," he said.

Several items from the apparel line were displayed at the Warner Bros. booth, along with a Volkwagon Beetle convertible in yellow with jeweled headlights to represent eyes and a scooter with the bird's face painted on the front. Rupert said the company plans to use the vehicles as part of a campaign to promote the new Tweety.

The line will eventually expand to other categories such as bedding, room décor and upholstery. "This (look) translates into soft lines," said Rupert.

Although the clothing is being sold in high-end boutiques, Rupert said the company plans to target mass and mid-tier retailers for the soft-line goods.

Warner Bros. is also putting an emphasis on properties designed for baby. Rupert said Baby Looney Tunes is getting a fresher look as its licensing program expands. New licensees include Springs Inds. for bedding and Regent Baby for feeding products. The products are expected to be in stores in fall 2006 into 2007. In spring 2006, Warner Bros. will introduce Puppy Scooby-Doo with a 10-book publishing program, and a licensing program featuring key categories, including Crown Crafts for bedding, will follow. Superbaby, a pint-size version of Superman, is also on the way.

Tweety, already a hit with girls, is now appearing on T-shirts and other apparel in high-end boutiques.